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Re: I read the Wall Street Journal so you don't have to
In a message dated 04/12/2000 6:37:31 PM Eastern Daylight Time,
from the NY Times
<< An officer of Empower Media was quoted at saying that radio was so
hot last year with dot-coms and technology firms
spending freely that stations added commercials while
decreasing programming. >>
notwithstanding the particular formats which may or may not have
benefitted from the "glut" of dot-com spots, the addition of units has often
been utilized in times of potential advertising prosperity. remember not so
long ago that a typical am drive on a full service am such as WHDH, WBZ or
even WGAN boasted an average of 18 minutes/units per hour. the only
concession that sales was willing to "usually" make was that the number 18
was the mark; whether it was 60, 30 or 15, it was still a unit.
with that in mind, off the AP this evening, dateline Cambridge:
(i'll paraphrase) top consulting group predicts "MOST" online retailers will
be out of the business by next year.
the group, Forerester Research, says e-tailers are getting whacked by price
competition from conventional retail outlets making their wares
web-available, and the fact that their venture capital is drying up.
the larger electronic sellers should remain fine, but the it's smaller,
niche sites that will slowly dwindle.
this little development on the net will greatly affect the number of
potential money spending clients to which radio, tv, and print look for ad
revenue. it may be considered "clutter" (as was mentioned in the Times
article), but for the moment, it's paying the freight, regardless of format.
Skip Hoy, son of F.Parker Hoy (one of Maine's original solo radio owners),
once told me that unlike a gross of washing machines, you can not put a
"minute" on the shelf to sell next week, next month or beyond. if someone
wanted to "buy" that minute today, then the minute was sold and filled
"today". for the radio purist, who enjoys listening to extended,
uninterrupted programming on a favorite station, the quantity affects the
quality. (this sentiment is shared by just about every person who works on
the programming side of this business as well, for what it's worth). but the
business is just that, a business, and if somebody wants to buy the minute,
especially when their own window of opportunity is narrowing, then someone in
advertising will sell them that minute.
- -Chuck Igo